badc

As part of promotional material for the 15th Season of Masterchef Australia, we collaborated with the team at Network 10 to concept and create this 3D anamorphic billboard specifically for the site in Bourke Street, Melbourne. The concept was designed to make efficient use of the tall and narrow real estate and to maximise the 3D feel of the final product. As one of the first 3D out-of-home campaigns in the country with a live-action element, the concept went through thorough testing to ensure all the technical aspects were nailed down before the talent shoot. These live action elements were placed into the 3D environment and combined with animated and simulated ingredients. The final dish was also CG, built to replicate a dish created by a Masterchef food stylist during the shoot. The finishing touches of gold sparkles and the final lockup were created to match the other promotional materials.